Build Up Lab

Would you like to maximize your profit potential?

I can help you create direct marketing & CRM that does that.

If you’re an small company, a big company, an entrepreneur, a business or a marketing professional and you’d like your marketing to bring you more money and more loyal customers, let me show you how.

My marketing + CRM experience includes 13+ years working with Gucci, Ralph Lauren, La Redoute, KingSize Direct and several other wonderful companies. Before starting my own practice, I was a Director of Global Customer Intelligence and Experience Management at Ralph Lauren.

I’ve worked with direct to consumer brands, with brands that wanted to switch to a direct to consumer business model and with brands that simply wanted to increase their revenue and were eager to explore the options available to them to do so.


Here are some of the things I’ve helped others in the past with:

  • created customer retention and loyalty marketing programs

  • built 1:1 (direct marketing) online and offline strategies, channels and campaigns

  • increased revenue and profit

  • re-allocated marketing budgets to increase efficiency

  • identified ideal customers (and not so ideal ones), and changed the marketing strategy accordingly

  • found out if and where money was left on the table (and fixed the loopholes)

  • segmented customers into distinct groups and created marketing that fits each segment’s unique needs

  • uncovered meaningful customer insights

  • created lifecycle marketing strategies and communications plans

  • took a brand from attracting low quality customers to attracting high quality, loyal and loving customers

  • advised people who are just starting out how to get their first customers and how to grow from there

What others say:

"Working with Mihaela at Redcats USA and then at Ralph Lauren, I can say that she is one of the most knowledgeable people on the subject of CRM. Her expertise spans the entire customer lifecycle and targets areas such as connecting with the customer and creating an outstanding customer experience through personalization and data-driven marketing techniques. Mihaela is results-driven and ROI focused. The strategies she enacted at Ralph Lauren contributed millions of dollars in incremental sales to the luxury and Polo Factory businesses. She was instrumental to our success and the marketing practices she developed continue to be utilized throughout the Ralph Lauren company."

Susan Beckett, VP of CRM & Customer Insights at Ralph Lauren


"Mihaela and I worked together at Ralph Lauren for over two years. Mihaela is the real deal. She's a results driven marketer who will quickly turn customer data insights into new marketing opportunities that catapult sales and drive long-term business growth. She also has a genuine desire to share her knowledge and expertise, and is great at explaining complex concepts to people who are not as familiar with customer data, CRM and direct marketing. Plus, she’s pleasant to work with, and just a nice person in general."

Nami Choe, Platform Insights Team Lead at Google


"Mihaela is truly a special person. Not only does she have a strong business acumen, but she knows marketing inside and out. She is also analytical and creative, a balance extremely hard to come by, making her a powerful force in this field. During my tenure, Mihaela was the only person to win two consecutive awards for her work that created new marketing initiatives for Ralph Lauren. Well deserved recognition based on the results garnered including the contribution of a substantial amount of profit to the company. While generating business results is critical for success, Mihaela is also compassionate, patient and truly cares about her work and the people around her. "

Maritsa Toro, VP/Director of Advanced Analytics at DigitasLBI


"The one key behavior I will always cherish about Mihaela was her ability to challenge strategy and her ambition to reach the end goal no matter how much effort and time it took. Mihaela is a leader with an incredible future ahead. She introduced me to a new view of data analytics when I joined Redcats USA, and our journey together drove productive projects with significant impact to Revenue and Ebitda. Mihaela’s ability to add a 360 view to customer purchasing behavior was excellent. Her contribution to the entire spectrum of the marketing funnel was critical to the success of our brand's performance."

Naheed Adil, VP Marketing at Fullbeauty Brands


"Mihaela is a CRM and marketing expert.  By taking her advice, I was able to better plan marketing communication to increase both the ROI of each deployed communication and the overall engagement of the customer database and, therefore, increase overall sales.  Her insights and strategic recommendations were instrumental in helping my company increase the lifetime value of our customer base which is the holy grail of customer retention and loyalty.  I would recommend her services to anyone looking to maximize their customers' value and the ROI of their direct marketing efforts.

Katherine LeBlanc, Head of Beauty Sales and Customer Engagement at CVS Health 

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Let's get started

Please email me at and we'll set up a time to talk and discover if we're a good fit for each other. I can't wait to hear from you!